Pinpointing unique health insurance policies to a niche audience
Premium healthcare provider Bupa Global, identified that 50% of their customers lived within five miles of each other, across 10 affluent London postcodes.
Our brief was to maximise the value of this insight by driving new customer acquisition in these tightly-defined areas.
Making it happen
We developed a hyper local multi-channel strategy. This tested alternative approaches to their current marketing activity, trialling above the line activity for Bupa Global to roll out to other key markets.
The creative focused on simplicity – the simpler the idea, the less places there are to hide. This was delivered with precision. Copy drilled down to the true USPs, while the art direction stripped away anything unnecessary. This created a strikingly simple aesthetic with instant takeout. As well as real stand-out in visually chaotic environments like the Underground and with our time-poor audience.
uplift in website visits
from London addresses
uplift in people directly typing
the web address into their browser
volume of inbound calls using
the number on the website
in Gross Written Premiums
in the target postcodes.